Chief Secretary Atal Dulloo on Friday said that the tourism sector in Jammu and Kashmir, which suffered a major setback following the Pahalgam terror attack and subsequent adverse weather conditions, is gradually showing signs of recovery, with tourist arrivals beginning to pick up as conditions improve.
“In 2025, tourism suffered significant losses after the Pahalgam attack and the subsequent spell of heavy rains and floods. However, we are now seeing a gradual recovery. As the weather improves, tourist arrivals have started increasing again,” Dulloo said in a video interview here.
He said that while the revival process is underway, the government is reassessing its tourism strategy to prepare for rising visitor numbers and ensure sustainable growth.
“As tourism grows, we must also focus on how prepared we are to manage the increasing footfall. This calls for a reassessment of our tourism strategy and capacity,” he added.
The Chief Secretary stressed the need to develop new tourist destinations to reduce pressure on traditional hotspots, which often exceed their carrying capacity during peak seasons.
“By developing new destinations, tourist footfall will be distributed more evenly. This will generate employment for local communities, lead to infrastructure development, attract investment and help mitigate seasonal tourism peaks,” he said.
The tourism sector in Kashmir was severely hit after the April 22 Pahalgam terror attack last year, in which 26 civilians, including 25 tourists, were killed. Following the attack, around 50 tourist spots and resorts were closed for security reasons. Several destinations have since been reopened, while more will be thrown open to tourists after the completion of security audits.
Dulloo said a major project has been conceptualised to promote sustainable tourism in emerging destinations, and its implementation is being carefully planned, including transportation and other infrastructure arrangements.
“Our focus will remain on developing new tourist destinations to ensure sustainable growth of the tourism sector,” he said.
Referring to the SPREAD initiative, the Chief Secretary said it aims to decongest overburdened tourist spots by developing eco-sensitive, year-round alternatives while maintaining a balance between economy, ecology and equity.
He said that with support from the Department of Economic Affairs and implementation through the Economic Reconstruction Agency, the SPREAD project will focus on infrastructure development, waste management, ecological conservation and livelihood generation.
“Community engagement and private sector participation are central to this initiative, which envisions holistic development across both Jammu and Kashmir regions in line with global best practices,” he added.
Dulloo also underlined the need for a targeted strategy to convert the rising pilgrim footfall in Jammu into longer tourist stays.
“A focused approach is required to promote the region’s wider leisure, heritage, adventure and spiritual attractions beyond the main pilgrimage routes,” he said.
He stressed the proactive use of digital platforms and social media, including collaboration with influencers, to expand outreach and attract national and international tourists.
“We need a comprehensive strategy to convert the massive influx of pilgrims into multi-day tourists by encouraging them to explore experiences beyond traditional pilgrimage circuits,” he said.
Highlighting Jammu and Kashmir’s potential as a year-round tourism destination, Dulloo said the introduction of adventure activities such as rafting, paragliding, bungee jumping and water sports would transform the region into a major tourism hub while creating significant employment opportunities for local youth.
